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Point of view: Shop talk
Molly Flatt, Admap, December 2013, pp. 25-25
This article discusses the development of social commerce - the integration of social media and ecommerce - using examples of some successes and failures.
This article discusses the development of social commerce - the integration of social media and ecommerce - using examples of some successes and failures. Word of mouth is a significant driver of purchasing, and a large proportion of this takes place online. Therefore it makes sense to integrate purchasing capabilities with social media. However, attempts by Facebook to do so have either been outright failures, or scaled back after low take-up. Pinterest, as a kind of aspirational online catalogue, has been more successful, while Twitter is innovating in this area.
Online and offline lessons from retailers in emerging markets
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets.
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets. Many digital pure-plays in China, for example, are transforming shopper expectations by creating virtual reality stores, encouraging social shopping and pioneering same-day delivery services. Physical retailers in countries such as Brazil, China and Thailand are also experimenting with new models, like placing shipping containers laid out like stores in smaller cities in order to assess demand, or introducing female-only departments in bricks-and-mortar branches.
Six major trends for 2014
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses several key shifts that are reshaping the consumer landscape. These include "honest flexibility", meaning brands must be open enough to admit to their mistakes.
This event report discusses several key shifts that are reshaping the consumer landscape. These include "honest flexibility", meaning brands must be open enough to admit to their mistakes. Another important development is that shoppers are keen to become "instant makers", a trend that can be tapped using everything from 3D printing to leveraging popular enthusiasm for making content. Similarly, marketers could benefit from tapping "small data", or information provided by a select group of consumers who are especially interested in a particular product or service.
The future of shopper marketing: Shopping for convenience
Sarah Green, Admap, October 2013 , pp. 25-27
This article describes a movement towards convenience store formats, including by grocery retailers such as Tesco and Carrefour, as consumers shop more frequently and prefer small, convenient stores.
This article describes a movement towards convenience store formats, including by grocery retailers such as Tesco and Carrefour, as consumers shop more frequently and prefer small, convenient stores. This shopper-led phenomenon results from consumer desire for stores to be close by and easier to access, and to shop more frequently to reduce waste. Retailers will need to take a holistic view of the shopper experience to create functionally and emotionally rewarding experiences.
The future of shopper marketing: Retail technology innovation
Gemma Newell, Admap, October 2013 , pp. 36-37
This article discusses the various ways in which technology is bringing a new level of interaction and entertainment to the retail environment and shopping experience.
This article discusses the various ways in which technology is bringing a new level of interaction and entertainment to the retail environment and shopping experience. Stores will continue to evolve with technology used to improve the functional shopping experience and entertain shoppers. A number of evolving uses of technology in retail stores are described, including examples from technology companies Apple and Microsoft, and retailers Walmart, Kiddicare and John Lewis. Retailers must integrate the best advances in technology into their store formats to enhance the shopper experience and drive down costs.
The future of shopper marketing: Connect with the Mobile Shopsumer
Ken Madden, Admap, October 2013 , pp. 18-21
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks.
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks. Integration of physical and digital store formats, and the proliferation of mobile devices can allow brands to engage with consumers to influence their purchase journey. Brands will need to adjust their approach to account for every part of the shopper journey and provide a seamless and coherent experience for consumers. Physical stores will become less important as purchasing locations, but will increase in importance as places for brand experiences. Mobile technology allows experiences to be personalised and advertising targeted.
Shop While You Talk: Determinants of Purchase Intentions Through A Mobile Device
Archana Kumar and Avinandan Mukherjee, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences.
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences. However, the relatively slow off-take in mobile purchasing has perplexed researchers. Research in marketing and retailing has predominantly focused on consumer characteristics to predict mobile shopping without considering the interdependencies between user personality, perceptions and attitudes toward technology in general and mobile shopping in particular. This study adopts an integrative approach by combining TAM and TRI to predict attitudes toward mobile shopping and purchase behavior through mobile devices. The authors argue that user personality traits toward technology influence user perception toward mobile shopping, which in turn impact user attitudes toward mobile shopping leading to purchase behavior. The study not only demonstrates support for this three-stage process, but also identifies key personality and perception variables that marketers could use to segment and target consumers that have a greater proclivity toward mobile shopping.
Promotions in crisis: Where next for FMCG marketers if deals no longer drive volume growth?
Tim Eales, Warc Exclusive, August 2013
This article discusses the challenges faced by FMCG brands in Europe as they find promotions no longer drive volume growth.
This article discusses the challenges faced by FMCG brands in Europe as they find promotions no longer drive volume growth. Falling GDP across Europe and the growth of retailers' own label products have both put pressure on FMCG brand sales. Drawing on examples from across Europe, this article explains which promotions still help to drive growth. Marketers need to adopt a long-term approach as short-term wins may not translate into improved margins. FMCG brands also need to ensure they do not push promotions so far that brand loyalty is eroded.
Dunkin' Donuts embraces social, local and mobile
Stephen Whiteside, Event Reports, Corporate Social Media, June 2013
This report covers a talk given by Scott Hudler, vp, global consumer engagement, Dunkin' Brands, about Dunkin' Donuts’ mobile initiatives in the US.
This report covers a talk given by Scott Hudler, vp, global consumer engagement, Dunkin' Brands, about Dunkin' Donuts’ mobile initiatives in the US. These include tools that help consumers discover their nearest branch and its opening times, work with Waze, the crowdsourced navigation app, which flags up its stores along a driver's route, and a pre-paid card that allows people to pay with their smartphones. Dunkin' Donuts’ social media approach has been to put fans central to the brand, but there are challenges associated with an international franchise business, including maintaining quality across all localised channels. Hudler also addressed integration between television and second screens, such as involvement in the Super Bowl.
GFK, Experian and eBay: Shopper insights from the 2013 IAB UK Retail Forum
Joseph Clift, Event Reports, IAB Retail Forum, July 2013
This event report discusses how retailers in the UK are responding to the changing consumer climate following on from the economic downturn.
This event report discusses how retailers in the UK are responding to the changing consumer climate following on from the economic downturn. Many are making more of an effort to link their online and offline services. Successfully doing so, however, requires solving complex problems related to measurement and attribution. Rapid-response, flexible and dynamic ads are also gaining ground, as are content marketing and attempts to tap the second screening trend.
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